Weekly Module Breakdown

Week 1: Introduction to Digital Marketing and AI

• Topics:

  • Digital marketing fundamentals: channels, customer journey, funnel concepts.

  • AI basics: key terms (ML, NLP, predictive analytics), AI’s impact on marketing.

• Assignment: Create a digital customer journey map.

Week 2: SEO Fundamentals & AI-Powered Content

• Topics:

  • SEO basics: keyword research, on-page optimization.

  • Using AI tools for content optimization and keyword clustering (e.g., ChatGPT/Claude).

• Lab: Generate an SEO blog post outline using AI.

Week 3: Persona Building and Customer Segmentation

• Topics:

  • Creating buyer personas with AI-driven data.

  • Segmenting audiences and mapping journeys (TOFU/MOFU/BOFU).

Week 4: SEM and AI-Enhanced Paid Search

• Topics:

  • Building Google Ads campaigns and understanding match types.

  • AI for ad copywriting, bid optimization, and audience targeting.

• Lab: Simulate a paid search campaign using real data.

Week 5: Social Media Marketing & AI Automation

• Topics:

  • Social media platforms and strategies.

  • Social listening, sentiment analysis, influencer identification with AI tools.

• Assignment: Design an AI-informed influencer brief.

Week 6: Programmatic and Display Advertising

• Topics:

  • Programmatic vs. direct ad buying, retargeting, dynamic creative optimization.

  • AI in display ad personalization.

Week 7: AI for Creative Content and Visuals

• Topics:

  • Using generative AI (e.g., Midjourney, Adobe Firefly) for ad creative.

  • Visual A/B testing and optimization.

Week 8: Conversion Rate Optimization (CRO) with AI

• Topics:

  • Landing page optimization, CTA analysis, user testing.

  • AI tools for heatmapping, analytics (e.g., GA4, Hotjar), and experimentation.

Week 9: Data Science & Analytics for Marketers

• Topics:

  • Introduction to data science tools (Colab notebooks, Python basics).

  • Predictive analytics: customer churn, LTV, forecasting.

Week 10: Media Planning & Attribution Modelling

• Topics:

  • Media budget planning, calendar management.

  • Multichannel attribution and media mix models.

  • AI for reporting and dashboarding.

Week 11: Email, SMS, and Conversational Marketing

• Topics:

  • Automated campaign flows, personalization.

  • Using AI chatbots for customer engagement.

• Assignment: Build a triggered email/SMS campaign with AI tools (Klaviyo, Mailchimp).

Week 12: Retention, Loyalty, and Final Project

• Topics:

  • Cohort analysis, CLV, post-purchase engagement.

  • Strategic frameworks for loyalty and customer upsell.

• Final Project: Develop and present an integrated digital marketing campaign utilizing AI